Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market?

• Published in: Procedia, social and behavioral sciences Vol. 99; pp. 496 - 502
• Main Authors: Şahin, Azize, Kitapçi, Hakan, Zehir, Cemal
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 06.11.2013
• Subjects: brand commitment; brand satisfation; brand trust; mobile phone brands; Switching costs; Switching costs; brand satisfation; mobile phone brands; brand commitment; brand trust
• ISSN: 1877-0428; 1877-0428
• DOI: 10.1016/j.sbspro.2013.10.518

The purpose of this study was to explore the role of switching costs in the relationship between satisfaction, trust, and commitment for a brand. Data analyzed in this study were collected via questionaires from real consumers (n=457). Our research model emphasizes associations among switching costs, satisfaction, trust and commitment for a brand. Our study provides compelling evidence for future work to gain further insight into switching costs, satisfaction, trust, and commitment for a brand and includes several implications for management practice and future research. Switching costs have positively effect the relationships between satisfaction, trust and commitment for a brand. This empirical study provides a new approach to understand the effects of switching costs on the relationships between satisfaction, trust, and commitment for a brand.